Richard Poolman has lived category design for decades—long before most people had a name for it.

From transforming Mercury Interactive from a “tools” company into a framework business, to helping enterprise giants like ServiceNow scale across Europe, Richard has seen what happens when a great product becomes a new way of thinking.

Now, he’s ready to do it again—intentionally this time.

After years of building legendary teams and global go-to-markets, he’s joined the Category Design Academy to sharpen the frameworks he’s been instinctively using all along— and to design what’s next.

Because “better” is a lonely game.

But “different”? That’s a team sport.

When Pirates like Richard come together, the work compounds.

One POV sharpens another.

One leap gives the whole crew more lift.

This is how new categories—and new careers—take shape.

👉 Applications for the next cohort close October 20th: 9qsiavu1fiq.typeform.co…